Overview:

This program is for marketers who want to start or jump-start their Internet direct mail efforts. If you do not know how to do Internet direct mail, we will show you step by step exactly what you must do to write your message, select your e-mail lists, send the message, and generate quality responses without getting flamed. If you already do direct mail on the Internet, we’ll show you how to improve results while avoiding mistakes that can cost you sales, customer goodwill, or even your account with your ISP (Internet Services Provider).

You will learn how to plan, create, and implement e-campaigns that generate 5 to 20% or greater response rate at a fraction of the cost of traditional direct mail.


Topics covered:

• overview of Internet direct mail; comparison with conventional direct mail
• products and services that can be sold via e-marketing mail
• how to structure the message and write the copy
• typical response rates
• finding and selecting e-lists
• transmission and reply mechanisms
• result tracking and measurement
• avoiding spamming and flaming
• database management
• integration with conventional sales and marketing activities
• new and emerging technologies for enhancing response.

About Bob Bly:

Award-winning freelance copywriter with 20+ years experience in business-to-business marketing. Clients include Lucent Technologies, IBM, GretagMacbeth, Phillips Publishing, Medical Economics, McGraw-Hill, Phillips Publishing, AT&T, and BOC Gases. Author of 45 books including The Advertising Manager’s Handbook (Prentice Hall) and Doing Direct Mail on the Internet (NTC Business Books).